British apparel and luggage specialist Altura has strengthened its team with the appointment of Matthew Wales as its new Brand Promoter, a role that will see him become the public face of the company at events, retailer visits and rider engagements across the UK.
Wales joins Altura at a time when the brand continues to expand its presence within the cycling scene, from weekend club runs to sportives and bikepacking meet-ups. His remit is expected to include showcasing new ranges, gathering feedback from everyday riders, and building closer ties with independent bike shops that stock the label’s clothing and bags.
Altura, long known for its practical, weatherproof kit aimed at commuters, tourers and gravel adventurers alike, has not detailed the full scope of Wales’s diary yet, but brand promoter roles typically combine demo days, trade show appearances and social media content to keep products visible to riders who might not otherwise engage with a brand directly.
For readers, this kind of appointment is a reminder that the gear we rely on doesn’t just appear on shop shelves – it’s shaped by people on the ground listening to how kit performs in real British weather and real riding conditions. A dedicated promoter can be the difference between a jacket that looks good on paper and one that’s been properly tested against a Pennine downpour.
On Track will keep an eye on how Wales’s new role influences Altura’s upcoming product launches and whether it brings the brand closer to grassroots riders in the months ahead.
Sam Allcock is a digital PR entrepreneur and publisher with over two decades in SEO, content and media. He founded PR Fire, the pay-as-you-go press release distribution service, and has worked with brands including Red Bull, Nokia and Liverpool FC. He contributes to HuffPost, HubSpot and The London Economic, and owns a portfolio of news and media titles, of which On Track Magazine is one.
